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I've just been given a budget to do a limited test campaign (£1000/$1900) for a content site.
What I want to do is a microsite with a questionaire, form for extended comments and a sign up form for people to be notified when the site launches. (as well as sample articles etc) I'm sending people there with AdWords and the aim is to get people to give me info in one or more of the above ways.
I don't know whether to write my ad
1. making it clear I want people to fill in my survey
2. just write an ad for this content site that is under development
I think 1 would have a higher conversion rate but 2 might get me more clicks but a lower conversion rate.
The general principle in an Adwords campaign is to obtain more conversions:
This goal is obtained only with a clear specific message that points to a specific target or as in your case to get by the visitors a specific action.So forget the number of clicks.It's not a race.